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Amagi planning to target emerging CTV-led FAST market and cloud broadcast in India

The cloud-based SaaS technology company intends to utilise the power of cloud to unify broadcast operations as well as participate in the growing Connected TV-led Free Ad-supported Streaming TV (FAST) market in the country

Amagi has announced its plans to deepen engagement with the content ecosystem in India.

The cloud-based SaaS technology company for broadcast and connected TV intends to utilise the power of cloud to unify broadcast operations as well as participate in the growing Connected TV-led Free Ad-supported Streaming TV (FAST) market in the country.

Amagi will enable content owners and platforms to offer cable TV-like 24/7 linear channels to audiences in an ad-supported model.

Amagi’s SaaS-based FAST solution built on Amazon Web Services (AWS) includes 24/7 broadcast-grade live linear channel creation, simple-to-use program scheduling tools, advanced graphics, dynamic ad insertion, contextual advertising, comprehensive ad analytics, and more - as well as an industry-leading global distribution network of 50+ FAST platforms.

Having started its operations in India with geo-targeted advertising in 2008, Amagi is now bringing its suite of cloud-architected solutions for broadcast and streaming to Indian customers.

The company is now backed by SaaS investors like Accel, Norwest Venture Partners, Avataar Ventures, and Premji Invest. Amagi turned a unicorn recently with a $95 million investment round led by Accel.

In India, Amagi has already established partnerships with content providers such as Shemaroo, B4U, Discovery Networks, and more, for FAST and other cloud-enabled broadcast operations.

The company offers cloud solutions in collaboration with companies like AWS, enabling broadcasters to move all their workflows - content ingest and preparation, scheduling, graphics, playout, monitoring - to the cloud, be it for traditional cable distribution or for OTT.

“As a digitally savvy country, it is no surprise that India’s smart TV penetration and online video content consumption have grown in leaps and bounds in recent times,” said Baskar Subramanian, CEO and Co-founder, Amagi. “We are also seeing strong demand among Indian consumers for local and cross-border streaming content. As a technology leader in the FAST space, we intend to act as a conduit between content owners and platforms, bringing vast and diverse content libraries to the most popular streaming platforms in the country, and enabling them to delight their consumers with quality programming.”

“We have India in our DNA and are intrinsically able to understand the needs of the consumers here. From simplifying content discovery on streaming platforms to personalizing content delivery, our cloud-native solutions serve the full spectrum of the content value chain letting our customers unify investments and workflows to optimize the current broadcast-based business models with the emerging FAST-based business models. We’re eager to use our solutions to usher in a technology revolution in the Indian OTT and CTV-led FAST landscape,” said Jay Ganesan, Senior Vice-President of Sales in APAC.

"Amagi has extensive experience in linear channel playout and their systematic approach to troubleshooting our queries allows us to eliminate issues very quickly and find effective clean feed solutions for the South Asia market. The affiliate onboarding process and the handling of the entire project elements and requirements really help to get things across the line quickly and efficiently," said Prashant Dhar, Director- Technical Ops, South Asia, Warner Bros Discovery.

“As a long-standing member of the AWS Partner Network, Amagi is playing a key role in helping our media customers take advantage of the global reach, scalability, expertise, and robustness of AWS to identify new opportunities and drive greater profitability. Given their deep technical expertise and understanding of the media landscape in India, Amagi is well-positioned to offer cutting-edge solutions to launch, distribute and monetize live linear channels on FAST platforms for our customers here,” said Shweta Jain, APAC Head of Business Development, Media and Entertainment, Amazon Web Services Singapore.

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